Generalizing What Is Known About Temporal Aggregation and Advertising Carryover
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References listed on IDEAS
- Hauser, John R. & Urban, Glen L., 1975.
"A normative methodology for modeling consumer response to innovation,"
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- Hauser, John R. & Urban, Glen L., 1976. "A normative methodology for modeling consumer response to innovation," Working papers 854-76., Massachusetts Institute of Technology (MIT), Sloan School of Management.
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Keywordsadvertising; advertising duration/carryover; regression-data aggregation;
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